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Neil Gaiman's novel American Gods is urban fantasy through and through. The television adaptation hasn't gotten to the really meaty stuff yet in Shadow Moon's journey as he finds himself a part of a war between the old gods (Odin, Anansi, etc.) and the new gods (Media, Technology, etc.), but the novel sets America as a character in the book, which is a quintessential feature of urban fantasy. The setting matters.
What to read if you're loving American Gods: Read the book! You'll still love season two if you've already read the book. Promise.